Ogilvy Sydney evolves creative department into industry powerhouse and hires new creatives

Screen Shot 2018-03-14 at 6.25.45 am.jpgOgilvy Sydney has announced significant changes to its creative structure, fully integrating its social creatives into the creative department, and adding a raft of new creatives to its ranks.

Derek Green ECD, Ogilvy Sydney said the hiring spree and merging of creative, social and content creatives under his stewardship, marked one of the most exciting times in the evolution of his creative department.   

Says Green: "These days, we're constantly fighting to keep our ideas as simple as possible in an ever-so-complex environment. With so many ways to talk to consumers, it makes no sense to get the so-called 'mainstream creatives' to create the big idea and then hand it off to the social/content team to adapt the idea for their platforms.
"We've changed how all work is briefed, and how teams are structured - and this way, their diverse skills will cross-pollinate to create richer thinking.  This is about anticipating our clients' future needs and doing something to address them."
    
To support this focus, Ogilvy has added a raft of new talent to its creative department. 

Says Green: "We've hired a wide range of talent with diverse skills and to fit with our creative strategy - that cut through comes from engaging in more than just the inner-city advertising community. It's a necessary approach in a fast-moving market, and our clients are already reaping the rewards as we continually produce work that works."

Ben Smith and Luke Hawkins, (both previously Clemenger BBDO Sydney) have joined as creative directors working closely with creative group head/head of digital, Shaun Branagan, to service KFC - an account focused on delivering the best work beyond just television and print.

Says Green: "Shaun has transformed the KFC Business over the past five years and with Ben and Luke on board we look forward to seeing more great work to come."

Smith and Hawkins first teamed up at Clemenger BBDO in 2014 as creative directors on the Mars business where they were instrumental in pushing the creativity and effectiveness of the work through award winning campaigns - 'The Pepper Hacker' for Dolmio, MasterFoods 'Make Dinnertime Matter' and Whiskas 'Catstacam'. The pair also led awarded work for Toshiba, 'Made in 17 Hours' and GE, 'Geeks go for Gold'.

Also boosting the team are copywriters Farah Ahmad, Fred Corazza, Georgie Waters and Ava Frawley, and art directors Jasmine Subrata, Raphael Valenti and Felix Ettelson.

Says Green: "These creatives represent very different styles of creative teams - always keeping us on our toes, developing ideas from a totally different direction, and taking creative risks I love to see. I can't wait to see what they all do next."

You can check out some of Corazza and Valenti's work here. Or some great stuff that Subrata and Ahmad have already made on KFC here.

The social and content specialist creatives joining the main creative department are, Nathan Moraza, Wilson Kwong, Tom Macphail, Maddi Hoskin, Lucy Hay and Joshua Tan.

Adds Green: "Their integration reflects an agency wide commitment to best-in-class content that extends beyond the standard ways we approach channels." 

Says Alex Watts, head of social, Ogilvy Sydney: "Our team has a long history of doing incredible social work, and bringing them into the fold of the creative department centres our offering around content and social. I'm incredibly excited for them, and for where our team goes next."

27 Comments

Social said:

Oh look - They're social and on their phones.

Happy to read said:

Well done all.

Unbeleibowitz said:

MORAZA. ETTELSON. SMITH. Those are some good dudes.

Powerhouse? said:

Ogilvy an industry powerhouse?
I don't think so.

The future said:

“It makes no sense to get the so-called 'mainstream creatives' to create the big idea and then hand it off to the social/content team to adapt the idea for their platforms.”

Welcome to 2011, Ogilvy. Next you’ll be getting a craft beer using PayPass at the bar and cold drip coffee flavoured pulled pork for lunch.

Legends said:

On ya Smithy and Hawko. Looking forward to seeing you work your magic.

Top5 said:

Hawko and Smithy for the win!

Dale said:

On ya Hawko.

Schnit Prez said:

Love the Hawk.
Frothy stuff.

mmm said:

And the award for cringiest promo shot of the year goes to...

Ex JWT said:

Combined age of all those in the photo is probably less than one of the people let go by JWT last week.

Massive conratulations... said:

...to all the people not holding or looking at phones in this photo. You are the true heroes.

PR lesson. said:

"It makes no sense to get the so-called 'mainstream creatives' to create the big idea and then hand it off to the social/content team to adapt the idea for their platforms.”

How long did it take you to work that out. Think you'll find all the great places have been doing this for years. It ain't new mate.

Lot's to learn here when it comes to PR.

No one says they are a ' industry powerhouse', they just act that way. You have to earn that title through the work not through who you hire.

Sorry.

Ban the Bullies said:

Regardless of what you think of the agency or how they PR themselves, how about you show some respect to the people in our industry.

These are an amazing group of people. Well done all of you and here’s to great things.

Kudos to those of you who took the high ground and delivered praise on this platform. Shame on you who continually lecture and criticise. Grow up. In a world with enough negativity, bullies and pressure how about you do what your parents taught you,
"If you don’t have anything nice to say – then don’t say anything".

We could all do with a bit more positive sentiment and lifting people up, not continually trying to drag them down.

Again, all the best to a great group of people and we look forward to seeing your work.

count? said:

there are 16 people in the photo... is that the 'powerhouse' of the creative, social and digital teams combined? not criticising... just asking.

Mr Ripley said:

LOL

Groucho said:

The ones looking at their phones are waiting for their headhunters to call.

@count? said:

these are the new people. There are another 35 other creatives ranging from super senior people to juniors.

If things don’t work out? said:

You can always call Esther.

not so cynical said:

Usual comments from the usual bitter ex-ogilvy / or not good enough creatives. All the best to what looks like a great bunch.

holy shi't! said:

Did an agency just actually issue a press release saying they are a 'creative power house' because they hired a few teams???

And then did I just see a picture with them all looking at their phones???


How many bad decisions can you make in a day?

SS said:

That Ava girl is a legend though

@holy shi't! said:

I'd hate to see the boring work you put out if that's the crap you worry about

There's a reason for that said:

For those of you saying, oh it must be the usual bitter ex creatives...just think, if there's that many of them out there, why would that be? Why is it so many walk away disgruntled and unhappy? Why is it that for other agencies, when they have a win, ex staff pipe up and congratulate them or their old CD and wish them the best but it never, ever happens for Ogilvy? Because until this 'powerhouse' figures it out, all these new hires are is just more future unhappy commenters.

There's a reason for that said:

For those of you saying, oh it must be the usual bitter ex creatives...just think, if there's that many of them out there, why would that be? Why is it so many walk away disgruntled and unhappy? Why is it that for other agencies, when they have a win, ex staff pipe up and congratulate them or their old CD and wish them the best but it never, ever happens for Ogilvy? Because until this 'powerhouse' figures it out, all these new hires are is just more future unhappy commenters.

I'm just here said:

for the comments

Ogilvy sucks get over it said:

No disrespect to the creatives. Some of them are too good for that place. They'll leave soon enough.

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